The State Tax Administration Agency launches a new campaign on compliance with tax obligations. Under the concept “With your taxes you change everything”, creativity seeks to convey to citizens the impact that their individual contribution has on the services and resources enjoyed by society as a whole.

The campaign has been developed by Madresanta, which has been awarded the competition called by the Tax Agency for the creativity, design and production of the project. The process had the participation of 17 agencies and Madresanta’s proposal obtained the best technical evaluation. The award amounts to 415,000 euros.

The new communication continues the territory built by the Tax Agency in recent years around the social value of taxes and their collective return, although it modifies the point of view. On this occasion, the focus falls on each contributor and on the relationship between their contribution and what happens around them. Thus, “With your taxes you change everything” seeks to make that relationship tangible through the changes that the tax contribution allows to generate in people’s daily environment.

The campaign thus builds its visual and narrative universe from closeness, with a positive approach to the tax contribution and the role of public services. At the same time, it seeks to convey an idea of ​​support and proximity on the part of the Tax Agency.

The audiovisual production was carried out by Jakiens, with Uri Segarra as director and Roger Llonch as director of photography.

“The challenge was to continue building on a territory that already works, but finding a real evolution. We wanted to recognize the active role of the citizen and remember that behind every service, every opportunity and every advance, there is an individual decision that contributes to making it possible”Madresanta explains in a statement.

The original music for the ad has been created specifically for the campaign by Dani Belenguer, who also appears as a singer. With this commitment, the project seeks to build a recognizable and coherent identity between its audiovisual and sound formats.

The strategy represents an evolution with respect to the approach of previous campaigns. If those fundamentally explained what taxes are for from a collective perspective, the new proposal emphasizes the ability of each person to participate in that common result.
The campaign will have a presence on television through 45, 20 and 10 second pieces, as well as versions for social networks, a radio spot and a graphic campaign.

For Madresanta, the project represents a new addition to her work in institutional communication. Founded in 2020 by Lucas Gracia Bonet and Carmen Ibáñez Boronat, the agency defines itself as a collaborative creative hub that configures specific teams based on each project. Throughout his career he has worked for institutions and brands such as the Spanish Agency for Medicines and Health Products (AEMPS), DOCa Rioja, OIVE, Scalpers, Uber or the OCU.